For the ‘discerning’: Vegan K-beauty brand Aromatica expands into SEA on the back of growing conscious consumerism

Aromatica offers a line-up of vegan and organically certified products that comprise of ingredient that have been certified by ECOCERT and verified by the Environmental Working Group (EWG)

It has been awarded an ECOCERT Certification and claims that it is the only Korean beauty brand to earn EWG’s Skindeep Champion Status.

The brand was founded in 2004 by CEO Jerry Kim, an aromatherapist who suffered from “weak and dry skin​” since youth that only improved when he began using organic products from Australia.

“This sparked a lifelong passion, hence the birth of Aromatica [and the aim] to create and import safe and efficacious products to consumers in South Korea,”​ said Kim.

Since its founding, Kim has built his upon his mission by expanding outside of the brand’s home market.

Aromatica is currently available in more than 20 countries worldwide including USA, Spain and Switzerland.

Kim told CosmeticsDesign-Asia​ that the brand is tapping into the growing consciousness of ethical issues among consumers.

“Consumers now like to be associated with brands that are vegan, eco-friendly and sustainable and are always finding ways realign their beauty regime with their sustainable lifestyle to cut down on their carbon footprint.”​

Kim added that the brand appeals to consumers because of its emphasis on ethical values in addition to its products.

“Aromatica’s mission to ‘save the soul, save the planet’ resonates well with many of these discerning beauty consumers in the APAC region.”​

More than products

In September, Aromatica expanded into Singapore exclusively through Asian Beauty X (ABX), omnichannel retail platform that specialises in the distribution and marketing of independent Asian cosmetic brands.

This partnership would enable to brand to expand further into South East Asia, where clean and ethical beauty brands are gaining popularity.

“In many ways, Aromatica is the gold standard for Korean organic and all-natural skincare. Not only is the brand cruelty-free, most of its popular products are also vegan, it's a further commitment to our customers to offer an ABX-experience that is personal and customer-centric,” ​said Justin Lee, managing director of ABX.

According to Lee, Aromatica is one of the world’s fastest-growing vegan and clean beauty brands but the company sought to partner with Aromatica for its values as well.

“Aromatica is more than just a beauty and lifestyle brand, it is a brand with a heart and soul. It is a brand with a vision of a better world, and that was what initially drew us to them.”​

He noted that this was critical as modern consumers are seeking brands that offer more than just a transaction of goods.

“From ethical sourcing from sustainable sources to the use of recyclable materials in their packaging, Aromatica has been able to successfully find a balance between delivering quality skincare products that work so that consumers not only look good but also feel good.”​